NEW YORK--(BUSINESS WIRE)--
In Push for More Device-Free Time, 9-of-10 Parents Will Ask Their Children to Sign Off to Read, According to Barnes & Noble-Commissioned Independent Study
Mysteries Top Summer Wish List, Followed by History, Fantasy and Science Fiction
A large majority of American readers (80%) plan to put away their cell phones to focus on reading this summer, according to an independent survey of 1,500 reading adults commissioned by Barnes & Noble, Inc. (BKS), the world’s largest retail bookseller. Of those expressing the desire to make reading a priority, many have vowed not to look at their phones for between 30 minutes and two hours during each reading session.
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The survey, conducted in early May by the market research company Atomik Research, also showed nearly 90% of parents with children between six- and 17-years old plan to ask their youngsters not to use electronic devices like cell phones and video games during certain periods of time during the summer. Of those, 44% said they want their kids to be device-free for more than three hours; 21% would be happy if their kids were off phones and videos for one-to-two hours a day.
“Parents have high hopes for themselves and their kids when it comes to reading habits this summer,” said Tim Mantel, Executive Vice President and Chief Merchandising Officer for Barnes & Noble. “The desire to impose device-free time on themselves and their children was very strong among survey respondents, an indication of the importance of reading across generations.”
In fact, 61% of parents surveyed said summer reading is very important to their families, and 70% said summer reading for their kids is just as important as reading during the school year. In a sign that reading is a shared activity in many households, 69% of parents said their families read together during the summer, with more than half of parents (55%) planning to read the same books as their children this summer so they can have a bonding experience.
Parents also have high expectations of the number of books their children should read this summer, compared with the broader sample. Of the 1,500 readers surveyed, 38% hope to read one to three books this summer, while 37% hope to read four to six books. Among parents, 35% want their child/children to read four to six books this summer, 26% want them to read 10 or more books, and 25% want them to read one to three books.
What (and How) Will They Be Reading?
Among the full sample of readers, 48% said they plan to read books in the mystery genre this summer, 37% in the history genre, 34% in the fantasy genre and 33% in the science fiction genre.
Sixty-nine percent of summer readers said they will most often read a print book. Nearly a quarter (24%) of summer readers will most often read a book on an electronic device, while seven percent will listen to an audiobook. Of those reading or listening on a device, 34% will use an e-Reader, 34% will use a cell phone and 32% will use a tablet.
In Storytelling, Books Win the Day
The survey also found that when it comes to storytelling, books are favored over movies and television programs hands down. Respondents said that when a television show or movie is based on a book, more than three-quarters (77%) of both summer readers and parents say the book is usually better than television show or movie.
"Even with the amazing technology in modern film-making and the broad variety of television programming, respondents still enjoy the reading experience more in terms of storytelling," Mr. Mantel said. "The idea of curling up with a good book never loses its appeal."
Barnes & Noble commissioned Atomik Research to conduct an online survey of 1,502 adults in the United States who plan to read a book this summer. The sample included 1,001 respondents who are the parents of school-aged children between 6 and 17 years old. The margin of error fell within +/- 3 percentage points, with a confidence interval of 95%. The fieldwork took place from May 7-9, 2019. Atomik Research is an independent creative market research agency.
About Barnes & Noble, Inc.
Barnes & Noble, Inc. (BKS) is the world’s largest retail bookseller, and a leading retailer of content, digital media and educational products. The Company operates 627 Barnes & Noble bookstores in 50 states, and one of the Web’s premier e-commerce sites, BN.com (www.bn.com). The Nook Digital business offers a lineup of popular NOOK® tablets and eReaders and an expansive collection of digital reading and entertainment content through the NOOK Store®. The NOOK Store (www.nook.com) features digital books, periodicals and comics, and offers the ability to enjoy content across a wide array of popular devices through Free NOOK Reading Apps™ available for Android™, iOS® and Windows®.
General information on Barnes & Noble, Inc. can be obtained by visiting the Company's corporate website at www.barnesandnobleinc.com.
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